growth hacking - the analytics (5)
TRANSCRIPT
GH techniques
Digital analytics
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Dr. Tomislav Rozman, BICERO Ltd.for: enGaging project, www.engaging-project.eu
Digital analytics - because ignorance is not a bliss
“Digital Analytics is the analysis of visitor and buyer psychology, make it part of your process.”
Resources
Google Analytics Academy:https://analyticsacademy.withgoogle.com
You can use a DEMO account to play around with Google Analytics!
Why?
● without good analytics, 97% of inbound marketing campaigns fail*
● a good analytics setup enables you to make decisions using facts (not gut instinct)
● having Google Analytics is not enough
● if you don’t know how to effectively use your data, you’re back to gut instinct
*Source: https://blog.kissmetrics.com/analytics-ignorance-is-not-bliss
What kind of questions analytics can answer?
Basic questions as:
● What’s the traffic on my website?
● How long do they stay?
● Which pages are they looking at?
● Who are the visitors of my website
?(demographics, devices,...)
● How do my ads perform?
*Source: https://blog.kissmetrics.com/analytics-ignorance-is-not-bliss
Advanced questions as:
● Which of my marketing actions is
most expensive?
● What’s the cost for lead generation?
● What’s the sequence of the web
pages they visit?
● Where do visitors get lost before they
sign up?
● What are my best performing
channels?
● Who are the customers that are
getting stuck?
Measuring conversions
Using analytics you can measure:
Macro conversion (sell a product)
1. Great product / service + great business model
2. Social media marketing
3. Acquisition of users
4. Activation of users
5. Retention of users
6. Generate Revenue
Micro conversions (e.g.
newsletter sign-up, FB like,
G+ share...)
Source: https://blog.kissmetrics.com/analytics-ignorance-is-not-bliss
Do you remember the lean marketing funnel from the first slide set?
Where you can measure?
● User activity on a website
● User activity on a mobile website
● User activity on a mobile application
● User activity on a gaming console
● User activity on any digitally connected device
Source: https://support.google.com/analytics/answer/6080732
Simple, but effective framework: GQM
GQM = Goal, Question, Metric
Examples:
Goal (conceptual level) Question (operational level)
Metrics (quantitative level)
G1. Evaluate the effectiveness of marketing action
Q1.1 How much does it cost to acquire a new lead?
CostThe number of leadsCost / lead
... Q1.2 ... ...
Author of GQM: Victor Basili
Tools
Which tools you can use?
● Google Analytics, https://www.google.com/analytics/
● KISSMetrics, https://app.kissmetrics.com
● Mixpanel, Amplitude, Chartbeat, Go Squared
● FB Insights
● … and all other social media platforms
How do you start?
How do you start?
1. Websites: a. signup for an analytics platform and then
b. install tracking cookie / a piece of Javascript code to your site (e.g. Kissmetrics + any site) OR
c. automatically integrate - configure (Google Sites + Analytics) ORd. using plugins (e.g. Wordpress + Kissmetrics)
2. Social media: well, just click on analytics subsystem
Web Analytics 2.0
Source: http://www.kaushik.net/avinash/rethink-web-analytics-introducing-web-analytics-20/
Highest Paid Person Opinion
Before you start: prepare the analytics plan
Before you start - prepareThe process:
1. The Business Objectives/Goals. 2. Supporting Strategies & Tactics. 3. Identify the KPIs. T4. Choosing Segments (by marketing
channel, geography, audience) etc.5. Setting Targets.
Source: http://larrygmaguire.com/getting-started-with-google-analytics/
People:● Business Owner/ CEO● Senior Managers (Sales,
Marketing, Finance, IT, Customer Service etc.)
● Analytics Expert● 3rd Party Business Advisor
Prepare a plan for analytics 1/2Question Example Your answer
What is the business? Organic Street Food Ltd. ...
What are our business objectives? Creation of healthy, organic, quick, pre prepared meals for busy health conscious professionals
...
What are the strategies we will use to reach our
objectives/goals?
Prepare meals freshly each dayTake orders onlineTake orders via smartphone AppTake orders in-storeDelivery to office & homeProvide Kitchen LocatorBlog about healthy eating & nutrition
...
What indicators of progress do we wish to
measure?
Revenue generated onlineRevenue generated in storeAverage order valueQuantity of meals moved dailyNumber of visitors to our blog subscribe page on our siteNumber of referrals are achieved from our refer a friend schemeQuantity of recipie shares on Twitter & FacebookNumber of complaints we receive
...
Source: http://larrygmaguire.com/getting-started-with-google-analytics/
Prepare a plan for analytics 2/2Question Example Your answer
How do we want to segment (group) our KPIs? Geography (Locality)Marketing Channel (Search, Display, Social Media, Adwords)Customer TypeIndustryAgeNew vs Returning CustomerSources of Traffic
...
What are the targets we will set for our KPIs Assign measurement targets for the above KPIs and assign responsibility to the relevant department to gather the data in report form at regular intervals
...
Source: http://larrygmaguire.com/getting-started-with-google-analytics/
Google analytics
“If you can not measure it, you can not improve it.” – Sir William Thomson, First Baron Kelvin
How Google Analytics work
Collection of data from website / app / kiosk / POS
Processing(raw data → useful)
Configuration(e.g. filters)
Reportingvia www.google.com/analytics or API
It’s similar to pivot tables in Excel...
Except: the raw data is everything web browser reveals to the web server: e.g.:Date | Time | IP | Cookies info | Device information etc... → see next slide
Key metrics and dimensions
User
Session
Traffic Sources
Adwords
Goal Conversions
Platform or Device
Geo Network
System
Social Activities
Page Tracking
Content Grouping
Internal Search
Site Speed
App Tracking
Event Tracking
Ecommerce
Social Interactions
User Timings
Exceptions
Content Experiments
Custom Variables or Columns
Time
DoubleClick Campaign Manager
Audience
Adsense
Ad Exchange
DoubleClick for Publishers
DoubleClick for Publishers Backfill
Lifetime Value and Cohorts
Channel Grouping
Related Products
DoubleClick Bid Manager
DoubleClick Search
Source: https://developers.google.com/analytics/devguides/reporting/core/dimsmets
metric
dimension
Segmentation (core analysis techniques)
Segmentation allows you to isolate and analyze subsets of your data:
You can segment by:
● date and time (Are there any differences between week days?)
● by device (How mobile users behave VS desktop users?)
● by marketing channel (compare different marketing actions)
● by geography (which countries perform the best?)
● by customer characteristics (e.g. repeat visitor vs. first time visitor)
Assignment: Let’s play with the analytics
Analytics consoleTIME TO PLAY with demo account:https://analytics.google.com/analytics/web/demoAccount
Check:- how many visitors left after visiting 1 page- what is the average number of visited pages
Compare (add segments): - desktop vs mobile users- direct VS referral traffic
Check:- where do they come from?
Funnel visualization
Check:- funnel conversion rates
In page analyticsYou can check what is happening right now on your page (Chrome plugin for Google Analytics)
Check:- which links are most visited
Example: FB Analytics
What kind of analytics FB offers?
● FB page analytics
● FB Advert manager
Example: Slideshare analytics
Slideshare analytics
You can find out about:
● views
● social shares
● actions
● demographics
(countries)
● traffic sources
Traffic sources - where are my visitors coming from?
● Slideshare: ○ people find it by browsing (‘Related slides’)
● Direct○ Via direct links (e.g. if you send it by email)
● Search○ Slideshare own search engine
● Referrals○ Click on link on any web page (not Social)
● Social○ From LinkedIn, FB, Twitter and other social media
Slideshare demographics
● Limited usefulness of demographics
analysis
Should we translate our slides to RU language?
Может быть!
Example: Blogger analytics
Blogger - simple analytics
Blogger includes only
simple analytics, BUT: you
can integrate it with
Google Analytics easily
Thanks for your attention!
Are you interested in this project (enGAGING)?
1. Visit: www.engaging-project.eu or FB: https://www.facebook.com/EnGagingProject or Twitter https://twitter.com/engagingproject
2. Subscribe to the newsletter on the project web page (now we have your contact and we’ll spam you. Just kidding.)
3. Occasionally receive project newsletters (pretty boring, right?)4. Wait for the invitation for self-assessment test (a little better, right?)5. Wait for the online course about Gamification and Growth hacking (awesome,
right?)6. Become gamifier and growth-hacker (mind blowing, right?)
yes? no
Continue with pointless browsing :)
About the author (Tomislav Rozman)
E-mail: [email protected]
Web page: www.bicero.com
LinkedIn: http://si.linkedin.com/in/tomislavrozman/
Twitter: https://twitter.com/tomirozman
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Slideshare: http://www.slideshare.net/tomirozman
Researchgate: https://www.researchgate.net/profile/Tomislav_Rozman
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